SOVA: Invest in your sleep, 1

Credits & Description:

Title of Entry: Invest in your sleep
Brand: SOVA
Product/Service: Retail Beds
Client: SOVA
Entrant Company: Garbergs
Creative Agency: Garbergs
Craft Leader(s): John Lundquist Coey
Art Director: John Lundquist Coey
Designer: Rasmus Asp
Copywriter: Johan Van Der Schoot
Account Executive: Mehrnaz Bejne
Account Manager: Anna Ohlsson
Designer: Maja Nylund
Date of Release: 2019-11-06
Photographer: Peter Gehrke
Notes: Sova is Sweden's leading supplier of quality beds. About every third Swede sleeps poorly, hence why there is plenty of advice and help on what to do to sleep better, from exercising to keep a cool and dark bedroom. But few make the connection between bad bed quality and bad sleep. That the one furniture people rest in for 8 hours every night could be the very core of their sleeping problems - an insight we hope will make people realize the value of investing in their sleep.
The bed-retail category is very homogeneous, so for SOVA to stand out it had to feel fresh and imaginative. We wanted to portray people sleeping badly without them cleary being awake and in pain, as was the industry standard. We did this by placing our subjects on a glass bed. By taking pictures from below, we could capture them in a very uncomfortable moment while at the same time seeing them clearly even though they were under the sheets. The result was two striking pieces of a man and a women sleeping very poorly.